A little more than a week after Maker’s Mark officials announced they would reduce the alcohol-by-volume in their product, they have changed their minds.
That means Maker’s Mark will remain 90 proof, or 45 percent alcohol.
On Feb. 10, Maker’s Mark CEO Rob Samuels and Chairman Emeritus Bill Samuels Jr. announced that the Loretto-made bourbon would be reducing its alcohol-by-volume in an effort to meet growing demand for bourbon and for Maker’s Mark, in particular.
A few days later, Bill Samuels Jr. wrote in another statement that an 84-proof (or 42 percent alcohol) version of Maker’s Mark had the same “taste profile” as the 90-proof version that the distillery has been making for decades.
Nevertheless, many loyal Maker’s Mark drinkers expressed disappointment with the decision, and the bourbon’s executives listened.
“We’re humbled by your overwhelming response and passion for Maker’s Mark,” Rob and Bill Samuels wrote in a joint statement posted over the weekend. “While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision.”
Maker’s Mark officials added that the dramatic increase in demand is a good problem to have. They noted that they appreciated that fans of the spirit told them they would be willing to put up with shortages, and they promised to deal with that situation as best they can while they are in the process of expanding the capacity at the distillery.
“We’ll set about getting back to bottling the handcrafted bourbon that our father/grandfather, Bill Samuels, Sr. created,” they wrote. “Same recipe. Same production process. Same product.”